Вплив задоволеності споживачів банківських послуг на споживчі запити

Abstract

The study sought to identify the effect of customer satisfaction on customer retention: A Case of Access Bank (Ghana) Ltd. The research was conducted using a structured questionnaire with a total of 100 respondents being used; 100 respondents from the UPSA branch of Access Bank to gather primary data. Analysis was conducted using the Statistical Package for Service Solutions (SPSS) software. One of the findings revealed that customer satisfaction and customer retention has a positive relationship. Further, findings revealed that majority of the customers believed that the organization listens and respond to their need. The study concluded that innovative strategies could be implemented to ensure that customers are satisfied so that they can be retained.